DRC – Racing is Life

Dubai Racing Channel - Racing is Life

A rare falcon, the Sheikh's Arabian horses and one of a kind racing camels are only a few of the things that makes this an epic ad.
Dealing with these animals over the course of 5 days was no easy task, though. Director Henri Barges had the patience of a saint while the two horses were falling in love at first sight on set.
Aside from it's top of the notch cast, a tremendous amount of hard work and effort that has gone into the production and post production. We were thrilled when Laser Films commissioned us to work with them on this. No doubt it's going to spread like wildfire across the region.

Grab your popcorn and prepare yourself for another suave performance by DP's resident James Bond. We've put him back on screen with more reasons to pack our bags and move to 1/JBR. A great team player who truly immersed himself in the whole experience. The concept that just keeps on giving - well done FP7 for continuing to make waves in real estate advertising. Directed by Peter Lydon.

We eagerly ventured beyond the MENA region with Harald Zwart for an epic Sprite production. Shot in Cape Town for FCB South Africa, this dramatic yet amusing film cleverly positions Sprite as a peace-maker that even Aliens can't refuse. It was a true honour for us to be selected in place of the great South African production houses.

Team Joy was selected to produce this ad for Dubai Tourism inviting Europe's residents to #StaySunny this winter by swapping their cold weather for Dubai's glorious sunshine. Directed by Harald Zwart, a true European escaping the cold weather to shoot in Dubai. He brilliantly captured the message in this humorous and relatable ad. Agency: Wunderman MENA

Team Joy were hand picked to produce BMW Middle East's first video in the region. With the help of Nigel Simpkiss, distinguished Top Gear director, we crafted a beautiful film that exceeded online video standards.
#AnaBMW, the unique concept developed by Impact Plus, is the expression of the values that the region’s people share with the automotive brand and a rallying call for their audience to define what BMW represents about them.

We joined forces with Hollywood director Harald Zwart and the UAE Armed Forces to create an action-packed series. 5 teasers and one TVC were produced to promote the second edition Union Fortress event, where we were commissioned to create real life scenarios of fighting against the enemy.
A week long shoot capturing their spirit and courage in conquering skies, seas and lands executed flawlessly through the hard work and talent of the team at Joy Films.

Dubai Properties takes a spin on typical real estate advertising messaging where there is something for everyone - 1/JBR bravely states - "it's not for everyone."

Brilliant cast from London with impeccable timing, pulls off a great performance.

Agency: FP7 Dubai.

Creative Director: Oliver Robinson

Etisalat - A Smile A Day

Whether you’re a shopaholic, foodie, movie buff or adventurer - getting rewarded for doing the things you love has never been easier.

Alongside Caviar Creative and Director Dax Martinez-Vargas, we spent 3 days capturing the experience of living a day in the life of Etisalat’s ‘Smiles’ scheme members.

Because the yellow heads were so big, the cast found it difficult to look anywhere below eye length. This lead to re-shooting the fist-bump scene 27 TIMES because they kept missing each other. It was entertaining, to say the least.

LUX

Distinguished fashion designer Abed Mahfouz was commissioned by Lux to create a fashion statement to capture the essence of Lux fragrance - resulting in the world’s first dress made from soap expressed in the most alluring way possible.

Given the intricate nature of the dress and the materials used, we only had one chance to get the perfect shot of the model in and out of the water.

Shot in Beirut over two days for Wondermann Dubai with the support of a wonderful Lebanese crew who made it all possible.

Lindt - Escape Into A Moment Of Bliss

Roger Federer, a global icon in the world of professional tennis, doesn't just shine on the court. He radiates professionalism in everything that he does.

We had the pleasure of working with him recently when Play Big Films from Australia commissioned us to service a promotion for Lindt's Mango and Crème chocolate while he was in Dubai for a tennis tournament.

Director Roger Fedrat excelled in capturing this no-brainer trade between Roger Federer's career and the irresistible new Mango and Crème Lindor chocolate flavour.

The commitment to making this production as good as it was drove us as far as ironing the Lindt chocolate wrappers to make them look immaculate.

With only 6 hours to shoot the video, everyone involved contributed to making this a seamless experience.

CityWalk

CityWalk is a great tribute to the rising urban culture in Dubai. Celebrating the street life in style, living for the moment with nothing to prove. A perfect fusion of fashion, architecture, cuisine and ambiance which remind us of memorable travels far from the maddening crowds.

Atlantis the Palm - A World Away From Your Everyday

Life is too short. Break away from the ordinary and experience a parallel world of relaxation, adventure and fun in this TVC we produced for Atlantis the Palm.

Anders Fousman, director of this shoot, took the leap of faith and faced his fear of heights by jumping on Atlantis's most terrifying rides – all in the name of creating a flawless story. He wanted to personally understand how to capture the experience in the realest way possible.

Hours were spent waiting for sharks to enter the right camera frame, and our camera drone danced through a maze of lasers at Nasimi to make sure no damage would be caused to the lense.

All of this would not have been possible without a fantastic team. Everyone made the communication work and the final production exceeded our expectations in quality and entertainment.

DMI

Directed by the talented Tania Oakes, this film takes us through a visual journey expressing the role of time in each of our's existence.

Galaxy Flavours

This TV promotion is a competition set up between three celebrities; Danielle Rahme, Lady Fozaza and Nelly. All three represent a new flavour by Galaxy as they plea to the audience for their vote. This commercial was directed by the stylish Eugenio Recuenca.

Etisalat - The No Drama Network

A campaign of TVCs promoting the need for faster services Hollywoodized, replicating epic dramas. Etisalat is the UAE's leading telecommunications operator and one of the largest corporations in the GCC. As well as establishing several "firsts" over almost four decades of operations, Etisalat has deployed many innovative mobile and fixed technologies that have helped the UAE maintain its position as a leading global ICT economy.

Etisalat "Don't lose your Smile"

This film follows a series of situations that could happen to anybody using their mobile while driving their cars. This Public Service Announcement takes a comedic approach within its progression until the evens take a serious turn of mood. This commercial was directed by acclaimed director Harald Zwart.

Kinder Chocolate - Moments Forever

The little moments you share today are already their greatest memories; a motto that carries this film as we carried out an experiment with working moms where we filmed using a hidden camera from behind a mirror. We asked them a number of questions about their memories and once we asked what their child's favourite memory of them was, they stuttered, only to find out after we revealed to them what their children had to say. This film was directed by Devon Dickson.

Red Tag Inspired by Cyrine Abdel Nour

This film displays the Red Tag Spring Collection as we follow celebrity Cyrine Abdel Nour in a journey full of fashion and transitions. Masterfully directed by fashion specialist Paul Barulis as he projects his vision onto this colourful journey.

Lamborghini Huracán

Passion, Action and Imagination is what Lamborghini is all about and this exceptionally crafted Lamborghini film directed by the diverse and imaginative Alberto Colombo takes the audience through a journey of style, thrill and intrigue as the Lamborghini Huracan splits the skies open. This launch film was shot in different locations during the testing summer under very difficult conditions. Locations from UAE and Oman were used to create the drama needed to stir emotions. Thanks to Karen for trusting us for this amazing production.

NBD Beyond

Elegantly directed by the very talented Jason Harrington whose passion is second to none, the great concept developed by FP7 captures first time experiences which live on beyond the moment. Shot over 5 days almost entirely in Lebanon with the exception of the last scene which was shot in Dubai, the films manages to deliver an international feel. Thanks to a brilliant combination of talents and a great client for helping us deliver beyond expectations.

Sama Dubai - TV Idents

Vision of Laser Films and future of TV realised. This series of TV Idents for Sama Dubai portrays the futuristic appeal of Dubai and its joyful present as captured by the master of CGI, Henri Barges. Joy Films facilitated this shoot and ensured the creative team's go onto their journey with full satisfaction.

Virtual Dubai - Sama Dubai TV Idents

Vision of Laser Films and future of TV realised. This series of TV Idents for Sama Dubai portrays the futuristic appeal of Dubai and its joyful present as captured by the master of CGI, Henri Barges. Joy Films facilitated this shoot and ensured the creative team's go onto their journey with full satisfaction.

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Cadillac ATS-V Episode 1

It pays to arrive fashionably early with the new Cadillac ATS-V. Another stunner produced during the summer in Dubai. Action, Suspense, Drama, Thriller, Fashion, the 3 part film was developed by the team at Interesting Times Abu Dhabi and produced by Joy Films in Dubai. Directed by Luigi Pane who directed another Cadillac TVC earlier this year for Joy Films, the films bear his style and talent. Designed for online and TV the 3 films were in several versions and durations, including a 60 which combines all 3. With Oscar William Rolland as our producer and the post done in Milan this was truly an Italian Job well done.

Cadillac ATS-V Episode 2

It pays to arrive fashionably early with the new Cadillac ATS-V. Another stunner produced during the summer in Dubai. Action, Suspense, Drama, Thriller, Fashion, the 3 part film was developed by the team at Interesting Times Abu Dhabi and produced by Joy Films in Dubai. Directed by Luigi Pane who directed another Cadillac TVC earlier this year for Joy Films, the films bear his style and talent. Designed for online and TV the 3 films were in several versions and durations, including a 60 which combines all 3. With Oscar William Rolland as our producer and the post done in Milan this was truly an Italian Job well done.

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Cadillac ATS-V Episode 3

It pays to arrive fashionably early with the new Cadillac ATS-V. Another stunner produced during the summer in Dubai. Action, Suspense, Drama, Thriller, Fashion, the 3 part film was developed by the team at Interesting Times Abu Dhabi and produced by Joy Films in Dubai. Directed by Luigi Pane who directed another Cadillac TVC earlier this year for Joy Films, the films bear his style and talent. Designed for online and TV the 3 films were in several versions and durations, including a 60 which combines all 3. With Oscar William Rolland as our producer and the post done in Milan this was truly an Italian Job well done.

"When you're not around ..."

Have you ever stopped to think about what you mean to the ones who love you? Have you ever stopped to think about their life without you? We made people stop and think about life and their meaning to the people closest to them to capture the real emotional impact the set up they found themselves in.

CHRYSLER - Gold Winner Lynx Award

The Abstract Groove creates this engaging film as they bring the audience in a middle of an interactive experience between Music and a Vehicle. The music in this film is created out of the sounds of the Chrysler. Joy Films provided their production services to the creation of this unconventional car commercial.

Ultra Tech Cement

The expression 'Pigs Can Fly' refers to the Impossible but working with our partners, Flying Pigs we proved that anything is possible. The Art of Making Concrete look sexy and beautiful for example. The hand picked talented team from around the world came together in Dubai in a unique collaboration.

Masterfully directed by Bahrat Sika for Ultra Tech. Thanks to a great team for being a Joy to work with.

We appreciate your interest in Joy Films and glad you want to stay up to date.